by fmadmin | May 12, 2020 | Digital, Training
It only takes 50 milliseconds for website visitors to form an opinion about your website (1). That’s 0.05 seconds for you to make an impression, and even if you do end up holding their attention, will they actually contact you?
While there are many website design mistakes that could be the cause of your website scaring off potential clients, in this article I’ve listed the top four that I see affecting service-based businesses every day.
Mistake #1: Bad Layout
If your website was designed over five years ago, then it’s time to refresh. Just like your business services must stay up-to-date and relevant, so should your website. Don’t let your Google listing lure you into false comfort – while your site may rank on the first page of Google, if you’re unable to keep visitors on your page and therefore contact your business – then it’s all for nothing.
You see, when visitors come to an outdated website or one that is difficult to navigate, most of them will click away as quickly as possible, and guess what? They will head straight to your competitors pages instead. A modern design is essential to standing out in the crowded web and for converting those visitors into actual clients.
How to fix it:
- Visitors tend to scan websites, so ensure you’re grabbing their attention with some clear headings, subheadings, images or videos.
- Do not bombard them with text. Limit it to 250 words max per message/section, but less is always best.
- Simplify your menus and check links. Your visitors should smoothly find their way towards the action you want them to take.
- Get a website refresh done by professional website designers and marketers – design and coding is not something you want to attempt yourself.
TIP: Mobile website viewing took over desktops back in 2016 – it’s now 2020, so time to make sure your website is mobile responsive!
Mistake #2: Missing in Action
Your website has a purpose. Whether you want your visitors to sign-up, buy something, request a quote, or simply contact you – there has to be a clear and prominent call to action.
So, if yours is non-existent or lost in a busy design then you won’t be converting your visitors into clients. Low conversion rates can simply be a result of the call to action getting lost on the page. You need to ensure your call to action button stands out and makes it easy for the visitors to take the desired action.
How to fix it:
Your call to action button is what you want your potential client or customer to do, for example, do you want them to:
- Call you
- Email you
- Fill in a contact form
- Sign up
- Come into the office
- Add to cart and purchase
Defining the call to action is the key, then take the customer on the journey to this action, through your website design and credibility.
Mistake # 3: Poor User Experience
‘Slow to load’ is the worst user experience one can have and the slower your website, the faster your potential client will click elsewhere.
According to surveys nearly half of web users expect a site to load in two seconds or less, and a delay of even one second can reduce your conversions by up to seven per cent (2).
How to fix it:
There are many reasons that can contribute to a slow loading time. Among the common reasons are:
- Images are too big
- Too many images and videos in the media library (even if they’re not in use)
- Too many plugins
- Outdated plugins
- Broken links
Mistake #4: No Trust
Your website is asking for your visitor’s time and money, so you need to show you’re credible with what information you are providing and taking from them.
How to fix it:
Your website should provide the visitor with the following:
- A clear understanding of what you actually do and for who – I’ve seen a lot of beautifully designed websites that have told the customer absolutely nothing about what the business actually does, what problems they can solve and the benefits of contacting them over your competitors. Website copy is vastly different to writing for other mediums, it should be short, clear, impactful, portray your branding through tone, and of course, be SEO friendly.
- Prove you are trustworthy– Showcase recent blog content, proving you know what you’re talking about. Ensuring ABNs, addresses, licence numbers, memberships and qualifications are clearly visible on the website. If you have an online store or member login, ensure that you have a current SSL certificate (this is the little padlock in the browser showing it is a secure site).
- Represent your brand– Images can be a great way to improve a website, portray a brand and keep visitors on your page, however, if used incorrectly they can slow your website down, make your website appear fake/in-genuine or bring in the wrong target market. Every image you use should be relevant, meaningful, high quality and authentic – yes, even your stock images.
While refreshing your website can make your brand stand out, it’s always best to get the right advice first to avoid costly mistakes. Focused Marketing has the website design, writing and marketing expertise you need to produce a website that brings the clients to you.
There are solutions for every website, regardless of industry and services – we can help your website stand out on the web without taking a toll on your budget this year.
Sources:
(1) https://www.tandfonline.com/doi/abs/10.1080/01449290500330448
(2) https://www.thinkwithgoogle.com/marketing-resources/data-measurement/mobile-page-speed-new-industry-benchmarks/
by fmadmin | May 12, 2020 | Strategy, Training
Online word of mouth can be automated to link together potential and existing customers in an infinite loop of recommendation and reward with almost no effort from the marketing team. Once this function is setup the customers become your marketing team making this perfect for businesses of all sizes. You can make this work for you by:
- Think of a small incentive that works for your business that could benefit your customers such as vouchers, free subscriptions, gifts, discounts or waiving of fees.
- Add a ‘Share’ button to then end of your customers purchasing journey to help them share their experience with their friends on social media.
- Create a ‘refer a friend’ campaign for your business that sends rewards to your customers when their friends purchase from you online.
For more information on online word of mouth marketing or how it can be used to help your business please contact us at [email protected].
Reference’ *1 invespcro.com
by fmadmin | May 12, 2020 | Strategy, Training
If I were to come into your workplace and ask the general question of “How are you?”, what do you think I would hear? Whilst Janet from HR might have my ear for 10 minutes updating me on her best friends’ nephew’s cousin, the other 99% would most likely respond something along the lines of “I’m so busy.”
So why exactly is this our automatic response? Well, generally, it is because we ARE! But there is also that cultural expectation that if we are not “busy”, we are bored. Or even worse, slacking off.
So, instead of saying you’re “busy” or “stressed” (which will, in turn, make you feel busier and MORE stressed), try one of these instead:
When your boss asks, say:
“I’m having a productive day.”
This response will let your boss know you are not slacking off, but also has a positive spin to let them know you are still enjoying work. Depending on your workload, you can also add a comment about whether you have the capacity to take on any new projects.
When a colleague asks, say:
“I’m working on {insert project} and I’d really love your input!”
Sometimes, you get stumped. When a colleague asks how you’re going, don’t automatically go into ‘whinge’ mode – this not only makes you appear negative, it may also prevent them from offering assistance. Instead, let them know that you value their thoughts and ask if they have a few spare minutes to review your work.
When a client asks, say:
“We have a lot on, but always looking for new opportunities and new quality projects to work on.”
This not only shows your existing or prospective clients that you are a reputable company, but that you are always willing to engage new work. It also highlights that you hold their company in high regard.
When a friend asks, say:
“I’ve got a lot on my plate right now, but I’m so excited to see how it all pans out!”
By replying with this level of positivity and excitement, you will automatically inflict excitement onto your friends, who will be more then happy to come along for the ride, especially if they get to see you succeed.
When a loved one asks, say:
“I’m really stressed.”
I know, I know – this isn’t exactly a positive substitute. But sometimes, it is the truth and it is important to remember to speak up and seek help when you are stressed or struggling.
In this day and age, it is becoming harder and harder to find someone who is not “busy”, so by choosing one of the alternative responses above, people will not only take you more seriously but you will also appear calmer and more capable of life’s “busyness”.
By Kerri Eckart, CEO
by fmadmin | May 12, 2020 | Strategy, Training
Recently, I read a comment about sleep deprivation.
“Sleep deprivation is an illegal torture method outlawed by the Geneva Convention and international courts, but most of us do it to ourselves.”
As business owners, we lie awake at night thinking over things we couldn’t find time to think about during the day.
On one of my own sleepless nights, I posed the question in my head “What is the one thing in marketing keeping you awake at night?” I surveyed some business colleagues the next day. The answers, while not surprising, made me sit up and start to think how we can help our colleagues in business answer these questions.
“I am not sure how to differentiate my business in the market.”
This is a familiar story from many small business owners. I am sure we know why we are better than our competition, but we are not sure how to clearly spell it out. You have a great product but trying to cut through crowded markets means spending some time trying to understand what it is you are best at. Where you are emotionally or financially invested in your business, it can be hard to be objective. Having someone to offer you a pragmatic view can be a great help.
“I am really busy with the ‘doing’ part of my business.”
More often than not, we forget we have to be bold enough to understand our niche, and to build our marketing efforts around it. The niche is often the reason we create a new business. We identify a market gap or believe we can do something better or differently. Having the temerity to be bold and really make the effort to stand out can sometimes be sidelined by making a living or paying the rent. Being reminded why you initially went in to business is important for success.
“I seem to struggle to find the time to do the marketing, to know what I have time to do and how to go about it.”
This is not an unusual response and we see it often. When you are busy making something, doing something or putting your very best skills to use, finding the energy to market really well is hard. Finding the right support is a wise investment in your success.
“Making the time to sit down and write content.”
When you are a one-man band, or a small business where time is limited, making the time to write content or creating a schedule and sticking to it can be challenging. When more pressing needs present themselves, or clients have new deadlines, we often put our own tasks on hold. Making the decision to bring in a marketing partner now can save money in the long run – you can get it right the first time.
“I don’t know if I can afford to pay for help.”
This is probably the most challenging of all questions. How much should you spend on marketing? There are many experts who suggest between 7%-20% of your annual turnover should be spent on marketing. We suggest you should consider a spend around 10% of your annual turnover. Some organisations benefit from a full audit and update of their marketing collateral and tools, others need a website update, while some businesses are better served by spending their marketing budget in the social and digital space.
We will be exploring these subjects more thoroughly in future posts. As a business, we have been through each of these challenges ourselves. Knowing you are choosing the right marketing partner is important. You don’t want someone to dump and run but a longer term, strategic relationship to partner with you. We choose to invest in our clients, to support them in the whole process. Whether you are a start-up needing good advice from day one, an established brand contemplating a brand refresh, or if you simply can’t find the time to invest in your marketing, we can help.
The solution to not keeping yourself awake at night worrying about marketing is simple. Pick up the phone and ask us how we can help you sleep better. We don’t charge for phone calls.
By Kerri Eckart, CEO
by fmadmin | May 12, 2020 | Strategy, Training
We recently moved offices approximately 500m down the road to South Brisbane. It wasn’t a massive move but it did give us an opportunity to declutter ten years’ worth of nostalgia. Boy did we find some gold. My favourite was an old email that I had printed back in 2011 called ‘proofreading is a dying art’. Here are a couple of excerpts:
“Something Went Wrong in Jet Crash, Expert Says”
“Cold Wave Linked to Temperatures”
“Kids Make Nutritious Snacks”
“Typhoon Rips Through Cemetery; Hundreds Dead”
You can see why I kept it right!
On a more serious side, it was an ideal time to reflect on the business. Where we’ve been, what we’ve seen, who we’ve connected with and where we are going.
During the 10 years there have been plenty of highs and lots of challenges. I often refer to it like raising a child. Just when you think you’ve cracked it something else happens and you go back to the drawing board…
So how are we fairing? Here’s my checklist:
- Highly creative team who are genuine and lovely to work with
- Happy clients (long term and new) who are genuine and lovely to work with
- Exciting projects
- Great networks and prospects
- Stunning brand refresh
- Growth plans
I think we are doing pretty damn good. Does that mean I get to put my feet up now. Hell no…
As Michael Bell quite rightly said, “Passion should be the fire that drives your life’s work.”
Sir Richard Branson once said, “Right now I’m just delighted to be alive and to have had a nice long bath.”
I’m still working on that last one.
By Kerri Eckart, CEO
by fmadmin | May 12, 2020 | Strategy, Training
By Kerri Eckart, CEO
Traditional marketing has always and still does play a very big role in your overall brand and business success. The spotlight for years has been on digital marketing, with many not realising digital is just a part of their marketing strategy. Without wanting to make you cry I repeat – it’s just a part of the marketing puzzle. Digital should integrate with a traditional marketing strategy that’s already in place.
What typically happens is this. You get an idea, start your business, think of a name, create a logo then build a new website and think the job is done. Does that sound like you? Or you have a well-established brand and think, sales have dropped, I need to do what everyone else is doing – more digital marketing is required!
You must start with identifying or reidentifying your brand, your target market and finding out what keeps them awake at night before you start building a website or creating 5 new social media channels which consume your every waking hour.
Some tips to get your marketing foundations right:
- Create a written strategy – having a strategy on paper means you can share it with your team and it makes everyone accountable to actually execute what is required.
- Include both traditional and digital marketing elements in your plan – they should be treated as one channel and should integrate seamlessly with each other.
- Remember that marketing has internal and external elements – internal marketing to your team is just as important to external marketing to your customers (more on that in the next blog).
- Align your messaging offline and online – this comes back to your brand and ensuring the offline and online experience is one that makes sense to your customer, is consistent, fits your company brand and culture and is not a total miss match.
So, before you jump 4 steps ahead, start with building the right marketing foundations. And if you don’t know where to start, a marketing workshop might just be the answer to get the juices flowing.
